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CHAPTER 5

Examining the Principle of Content

The Beauty of Having a Multitude of Branches

While most kids were watching The Flintstones or The Jetsons, Steve Ells was watching Julia Child’s The French Chef. Years later, when he graduated from college, he wasn’t sure what he wanted to do with his life, but Child’s unforgettable voice still lingered in his head, and Ells was sure he was passionate about food. He decided to follow that passion and enrolled at the Culinary Institute of America. After graduating, he moved to San Francisco to work at the famed Stars restaurant.

One day, while visiting a small taqueria in San Francisco’s Mission District, Ells bit into a burrito and had a vision: Could a simple and relatively quick item like a burrito ...

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